This gives us an opportunity to explore the idea of gender fluidity in society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here:
Gender fluidity
Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years.
Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression.
You can read more on this view and gender fluidity in this CNN article here.
Maybelline 'That Boss Life Pt 1'
The Maybelline ‘That Boss Life’ advert is part of a digital campaign for their ‘Big Shot Mascara’ product.
The campaign is significant as it is the first time Maybelline has used a male brand ambassador and digital influencers. The use of YouTube stars Manny Gutierrez and Shayla Mitchell means the brand can reach their combined 5.1 million Instagram followers and 2.5 million YouTube subscribers.
In addition, Gutierrez (‘MannyMua’) is Mexican-Spanish-American and openly gay, offering a very different representation of masculinity and sexuality to the 1967 Score hair cream advert.
Blog task: Maybelline 'That Boss Life' case study and wider reading
Work through the following tasks to make sure you're an expert on the Maybelline CSP and particularly the wider social and cultural context.
'That Boss Life' close textual analysis
Use your notes from class to write about the connotations and representations created by the following technical and audio codes. Write at least a paragraph on each:
1) Narrative & genre: narrative theory and sub-genre
2) Cinematography: camera shots and movement
3) Mise-en-scene: costume & props
4) Mise-en-scene: actors, setting, lighting and colour
5) Editing: pace, transitions and visual effects
6) Graphics: text/graphics on screen
7) Sound: dialogue, music and sound effects
Maybelline 'That Boss Life': wider reading
Read the following articles on this campaign:
Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand
Adweek: Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
Media Magazine: The Changing Face of Masculinity
Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions:
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
6) What is the narrative of the Maybelline advert?
7) What does the article suggest the Maybelline advert's message is?
8) The final section of the article focuses on masculinity. What do the Score advert and the Maybelline advert suggest regarding the changes in society and media between 1967 and 2017?
There is a lot of work here - you will have lesson time to start this but will need to complete for homework. Due date: confirmed by your exam teacher.
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